I study marketing challenges related to new product development and co-creation.
My research has been published in leading academic journals in the fields of marketing and innovation, including the Journal of Business Research, Recherche et Application en Marketing, Décision Marketing and Technological Forcasting and Social Change.
As a researcher, I seek to offer insights pertaining to innovation contests, branding, co-creation and sharing economy, as well as relevant implications for practice.
Two sided platform management
How changing role, being a buyer and a producer affect trust in sharing economy platform
Crowdsourcing and innovation contests
How to design compelling innovation contest in crowdsourcing platfoms
Patent perception by consumers
How to communicate to your audience that your are an innovative company: signaling that your product is patented via a “Patent Marking” strategy
Motivating your consumers to be creative
How to reward creativity through crowdsourcing platform